The "Black Fives " line has caught on in more urbane rather than urban settings (noted Princeton University professor Cornel West is a customer) as a result of a look that Johnson called "clean and preppy... Not everyone likes big, loud letters and numbers. Companies such as Headmaster,lnc., of California were aso pushing collegiate niche looks in early 2004, signing 100 current and former players from the Big Four leagues to exclusive deals, including Lou Gehrig (Columbia University), Jerry Rice (Mississippi Valley State), and lsiah Thomas (Indiana University). The company expected to make $15 million in 2004 not by tapping the urban market, but rather by scaling back the sizes and prices of products to reach "mainstream-demographic consumers." This niche approach may extend the throwback trend further.